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Communication
Q:
Compare and contrast the essential features of the three models of communication discussed in your textbook: the linear model, the interaction model, and the competent communication model.
Q:
Using classroom interaction as the source for your examples, illustrate the characteristics of communication as being symbolic, requiring a shared code, being linked to culture, being both intentional and unintentional, occurring through various channels, and being transactional. Explain how understanding these characteristics can help a teacher communicate more competently with his or her students.
Q:
Ads that portray women as sex objects exemplify the association principle.
A) True
B) False
Q:
Consider a time when you and a communication partner failed to communicate competently. Describe what happened in the situation and what went wrong in both your and your partner's communication. Based on what you have learned so far about competent communication, what could you and the other person do to communicate more competently if you could go back in time and redo the interaction?
Q:
Describe how a person's cultural identity influences his or her communication behavior.
Q:
Ad agencies rarely use irritation advertising to sell products because people hate it and it doesn't work.
A) True
B) False
Q:
What are the essential features of competent communication? In what ways are process and outcome related, and in what ways are they distinctly different from one another? How about appropriateness and effectiveness?
Q:
The bandwagon effect is an advertising strategy that attempts to persuade consumers that using a product will elevate their social status.
A) True
B) False
Q:
Most advertisements provide little information about how a product was made or how it compares with similar brands.
A) True
B) False
Q:
List and describe the six characteristics of communication.
Q:
Explain what the functional perspective on communication means. What does this perspective say about the reasons why we communicate?
Q:
Because of the backlash against social networking Web sites, advertisers are moving their advertising dollars back to traditional media outlets like television and radio.
A) True
B) False
Q:
One of the benefits of online advertising is that it tends to protect the privacy of consumers who use the Internet.
A) True
B) False
Q:
Google earns the most online advertising revenue.
A) True
B) False
Q:
Internet advertising is growing at a relatively slow pace of only 1 to 2 percent a year.
A) True
B) False
Q:
Psychographics attempts to categorize consumers by their age, gender, occupation, ethnicity, and income.
A) True
B) False
Q:
It costs large-volume advertisers much more money to use an ad agency than to use their own staff to create an ad.
A) True
B) False
Q:
Even though boutique agencies give creative people the freedom to do good work, they haven't been able to attract any major clients.
A) True
B) False
Q:
WPP is one of the four global mega-agencies that control over half the world's advertising revenues.
A) True
B) False
Q:
Mega-agencies are not seen as a threat to the independence of smaller advertising firms.
A) True
B) False
Q:
In the advertising industry, there are about fourteen thousand mega-agencies in the United States.
A) True
B) False
Q:
In an attempt to minimize government oversight of advertising practices, the advertising industry established the Better Business Bureau in 1913.
A) True
B) False
Q:
The Ad Council produces public service announcements (PSAs) at no cost to the client.
A) True
B) False
Q:
One twentieth-century trend associated with advertising was the transition from a producer to a consumer society.
A) True
B) False
Q:
Patent medicines marketed in the late 1800s were generally harmless, since they consisted mostly of flavored water.
A) True
B) False
Q:
Some of the first American advertising agencies were space brokers,who bought space in newspapers and sold it to their clients.
A) True
B) False
Q:
Before the 1830s, there was little need for advertising in America because there were few goods available for sale and virtually no consumer market.
A) True
B) False
Q:
About 80 percent of early newspaper and magazine advertisements covered three subjects: land sales, transportation announcements, and runaway slaves.
A) True
B) False
Q:
According to historians, advertising has existed since 3000 BCE, when wooden or stone signs were placed outside shops in ancient Babylon.
A) True
B) False
Q:
In an effort to attract more viewers, the four major TV networks have reduced the number of commercials aired during prime time.
A) True
B) False
Q:
More than half of each hour of network television includes some form of paid sponsorship.
A) True
B) False
Q:
A. Attitudes, beliefs, interests, motivations
B. Age, gender, occupation, ethnicity, education, income
C. Small-group interviews about a product or issue
1) Demographics
2) Psychographics
3) Focus groups
Q:
A. Handles client liaison
B. Writes and designs the ads
C. Collects consumer data
D. Measures effectiveness of ad placements
1) Market research
2) Creative development
3) Media buyers
4) Account executives
Q:
A. First full-service modern ad agency
B. The first cereal company to register a trademark
C. One of the first brand names
D. Prototype of the first ad agency
1) Volney Palmer
2) N. W. Ayer & Son
3) Smith Brothers
4) Quaker Oats
Q:
Any print or broadcast expression for which a fee is charged to the organization or individual buying time or space in the mass media is referred to as ____________________ speech.
Q:
A persuasive technique that tries to distance the product from a large manufacturer or parent company is called the ____________________.
Q:
Analyzing ads using the ____________________ principle explores how the ad connects the product/service with something socially positive.
Q:
Trying to persuade consumers that only a specific product can offer relief, the ____________________ appeal plays on people's insecurities.
Q:
An advertising strategy that associates a product with simplicity is called the ____________________ pitch.
Q:
The ____________________ testimonial associates a product with the endorsement of a well-known person.
Q:
____________________ has become the dominant form of Web advertising.
Q:
In advertising, ____________________ executives are client liaisons responsible for bringing in new business and managing the accounts of established clients.
Q:
A/an ____________________ is a sort of blueprint or roughly drawn comic-strip version of a potential television ad.
Q:
____________________ is a market-research strategy that measures psychological factors to divide consumers into types.
Q:
____________________ are large conglomerates of ad agencies that offer a full range of advertising, public relations, and other services.
Q:
Establishing the first "ad agencies," ____________________ purchased ad space in newspapers and sold it to various merchants.
Q:
Which of the following is not a criticism usually leveled against political advertising?
A) It is unfair that political ads help television stations make profits in election years.
B) Wealthy candidates and well-funded campaigns may get an unfair advantage.
C) Thirty-second ads are too short to deal with complex and important issues.
D) So-called "attack ads" may undermine citizens' confidence in the electoral process.
E) Television will not provide free blocks of time to politicians to express their views.
Q:
Ads featuring hyperbole and exaggeration are called ______.
A) irritation ads
B) disassociation corollaries
C) earned media
D) puffery
E) click-throughs
Q:
Commercial Alert is ______.
A) a nonprofit watchdog group
B) an ad agency that created the Marlboro man and the Keebler elves
C) a statistical database that ad agencies use to monitor competitors' campaigns
D) an award organization honoring the year's most inventive TV commercials
E) an online service that alerts users about commercials that are specific to their profile
Q:
Which of the following statements about the advertising of prescription drugs is true?
A) Pharmaceutical companies have started direct-to-consumer marketing via text messages and Facebook.
B) Pharmaceutical companies have engaged in "disease awareness" campaigns in order to build markets for their products.
C) Pharmaceutical companies are spending billions of dollars to advertise their prescription drugs to the public.
D) The United States and New Zealand are the only countries that allow the direct advertisement of prescription drugs to consumers.
E) All of the options are correct.
Q:
The 1998 tobacco industry settlement in the United States prohibited ______.
A) the use of cartoon images like Joe Camel in tobacco advertising
B) the use of human images, like the Marlboro man, in tobacco advertising
C) the sale of U.S. tobacco products to Third World nations
D) all chewing tobacco by 2004
E) the tobacco industry's lobbying of Congress
Q:
Channel One is an example of ______.
A) an online service that tracks the success and placement of VNRs
B) a campaign finance reform initiative
C) a boutique agency
D) advertising in schools
E) an ABC subsidiary
Q:
The Children's Television Act of 1990 mandated that ______.
A) product placement be minimized in children's programming
B) networks provide some educational and informational children's programming
C) advertising be banned from children's programming
D) all advertising in children's programming meet strict guidelines
E) All of the options are correct.
Q:
Which of the following is not an example of product placement?
A) A character in Iron Man 2 drives an Audi and uses an LG phone.
B) The title character in the movie E.T. eats Reese's Pieces.
C) A character on a sitcom eats a peanut butter and jelly sandwich.
D) The line "Brewed by Starbucks" is added to the logo of a morning cable television news program.
E) Coca-Cola products are often visible on the set of television program American Idol.
Q:
Which of the following is the form of advertising in which sponsors pay to have their products seen in TV programs and movies?
A) Billboarding
B) Integrated advertising
C) Product placement
D) Program exposure
E) Pseudo-consumerism
Q:
From the perspective of myth analysis, the primary purpose of most contemporary consumer advertising is to ______.
A) provide price information
B) compare the product with its competitors
C) describe the product's ingredients
D) reassure buyers that using brand-name products will help them deal with their tensions and problems
E) None of the above options is correct.
Q:
From the perspective of myth analysis, many advertisements involve all but which of the following elements?
A) Resolution
B) Disassociation corollary
C) Conflict
D) A narrative
E) All of the options are correct.
Q:
In the 1990s, GM sold its Saturn products via which of the following advertising techniques?
A) Plain-folks pitch
B) Bandwagon effect
C) Disassociation corollary
D) Hidden-fear appeal
E) Subliminal seduction
Q:
Historically, one controversial use of the association principlein advertising is ______.
A) large corporations trying to pretend they are smaller, friendlier companies
B) women being portrayed as stereotyped caricatures
C) the use of celebrities to sell products
D) commercials playing on the insecurities of consumers to make them think a product can reduce that anxiety
E) the placement of brand-name products in television programs and movies
Q:
Which of the following is not an example of the association principle of advertising at work?
A) A store puts up extra flags and red, white, and blue decorations to create an image of national pride.
B) A commercial shows a man surrounded by attractive women after using a brand of cologne.
C) A noisy, high-powered, gas-guzzling vehicle is shown in a rustic setting.
D) A brand of candy bar made by a major candy company is portrayed as a "working-class treat" made by local efforts.
E) An ad for a "green" cleaning product shows the bottle in a woodland setting.
Q:
In advertising, the association principle is ______.
A) a method of persuasion that links the product with a setting, a person, a cultural concept, or a positive feeling
B) a theory that argues that people associate a product with the feeling they had the first time they used it
C) the principle that higher-up associates in the advertising agency make fewer daily decisions
D) the antipersuasion model of linear causality
E) the idea that advertisers need to downplay or hide their corporate identity behind a product
Q:
An obnoxious car dealer or appliance salesman yelling at the camera in a TV commercial is using which questionable persuasive strategy?
A) Hidden-fear appeal
B) Irritation advertising
C) Plain-folks pitch
D) Snob-appeal approach
E) Product placement
Q:
Which persuasive technique in advertising involves exploiting a consumer's sense of insecurity?
A) Bandwagon effect
B) Snob-appeal approach
C) Plain-folks pitch
D) Hidden-fear appeal
E) Irritation advertising
Q:
An owner of a discount appliance store who dresses in a goofy costume and yells at the camera is making use of ______.
A) the plain-folks pitch
B) the hidden-fear appeal
C) subliminal advertising
D) overt advertising
E) irritation advertising
Q:
A company that wants to get consumers to buy a more expensive version of an item, such as fancy bottled water, might try which persuasive technique?
A) Famous-person testimonial
B) Plain-folks pitch
C) Snob-appeal approach
D) Bandwagon effect
E) Irritation advertising
Q:
In an ad showing a salesman talking about how his father taught him to be honest and hardworking and to understand the value of treating people fairly, auto manufacturer Ford demonstrates ______.
A) an appeal to the bandwagon effect
B) propaganda
C) the plain-folks pitch
D) the famous-person testimonial
E) myth analysis
Q:
Which statement about blogger product reviews is true?
A) You can always trust them to be unbiased.
B) They are unvarnished truth about products by average people.
C) Some popular bloggers have been paid to give positive reviews.
D) Bloggers always disclose when a product has been sent to them for free by a company seeking their endorsement.
E) None of the above options is correct.
Q:
What is an example of earned mediaon the Internet?
A) The money advertisers earn from selling online ads
B) A paid advertisement on Facebook
C) A click-through advertisement
D) A Facebook user endorsing a product or company by clicking "Like"
E) A blogger who earns pay and gifts for endorsing a product
Q:
Which of the following is a side effect of the growth of Internet advertising?
A) More and more advertisers are moving ad spending away from traditional media to the Internet.
B) Search engines like Google are becoming leading advertising companies.
C) E-mail inboxes are bombarded with spam.
D) Social networking sites gather user information for advertising purposes.
E) All of the options are correct.
Q:
What advantage does smartphone advertising have over Internet advertising?
A) The ads are smaller so advertisers don't have to write as much copy.
B) People will definitely see a smartphone ad because they are always checking their phones.
C) Smartphone ads can be tailored to a specific geographic location or user demographic.
D) Smartphone ads are more general.
E) None of the options is correct.
Q:
A. Mass market paperbacks
B. Reference books
C. Textbooks
D. Trade books
1) Art and travel
2) Encyclopedias
3) El-hi
4) The instant book
Q:
A large retail business that sells books, recordings, and new media is called a ______________________.
Q:
The one remaining national bookstore retail chain is ______________________.
Q:
In book publishing, ______________________ editors provide authors with feedback, make suggestions for improvements, and obtain advice from knowledgeable members of the academic community.
Q:
______________________ editors attend to specific problems in writing or length in a book manuscript.
Q:
While e-books can be read off computers and smartphones, devices created specifically for reading e-books are called ______________________.
Q:
______________________ are sold from racks in drugstores, supermarkets, and airports as well as in bookstores.
Q:
Sometimes identified as pulp fiction, ______________________ were cheaply produced, low-priced novels popular in the United States beginning in the 1860s.
Q:
______________________ is a technology introduced in the nineteenth century that enabled printers to set type mechanically using a typewriter-style keyboard.
Q:
A fine parchment made from treated animal skin, ______________________ was used in the Gutenberg Bibles.